E-Commerce Website Optimization

Why 95% of Your Website Visitors Don't Buy, and What You Can Do about It
2. Auflage 2020
ISBN: 978-1-78966-442-3
Verlag: Kogan Page

Buch, Englisch, 272 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 418 g

Conversion rate optimization (CRO) is about understanding people and behaviour, not simply website visits. This book is an all-encompassing guide to the how, the why and the tools and techniques. Grounded in best-practice theory and research, E-commerce Website Optimization brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to increasing the percentage of visitors who buy from your site and subsequently the amount that these visitors spend when they do. In a complex and evolving field, it will help you improve conversion rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites. In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small business owners.

Autoren/Hrsg.

Croxen-John, Dan

van Tonder, Johann

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 01: Introduction to e-commerce website optimization;
  • Chapter - 02: The kick-off;
  • Chapter - 03: How people buy;
  • Chapter - 04: Essential research;
  • Chapter - 05: Add depth with further research;
  • Chapter - 06: Merchandizing analytics;
  • Chapter - 07: Creating the optimization plan;
  • Chapter - 08: Hypotheses and creative work;
  • Chapter - 09: Testing your hypothesis;
  • Chapter - 10: Personalization;
  • Chapter - 11: Optimizing the optimization;
  • Chapter - 12: People and culture;
  • Chapter - 13: Persuasive website copywriting;
  • Chapter - 14: Launching a new website

Über Autor(innen)

Croxen-John, Dan
<b>Dan Croxen-John</b> is CEO of AWA Digital, an e-commerce conversion optimisation agency with clients and offices around the world. Dan is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on a number of advisory boards for multi-channel and analytics associations. Dan is an in-demand speaker, blogs regularly on all aspects of analytics and Conversion Rate Optimisation and has spoken at conferences in the UK, USA and Africa.

van Tonder, Johann
<b>Johann van Tonder</b> is an experienced e-commerce optimiser, and COO at AWA Digital. He has used the principles and techniques in his book <i>E-Commerce Website Optimization </i>(published by Kogan Page) to deliver massive sale improvements for big and small e-commerce businesses alike. Having trained and coached optimisation teams around the world, he explains complex concepts in ways that are easy to understand.

Dan Croxen-John is CEO of AWA Digital, a global e-commerce conversion optimization agency. He is a certified Web Analyst, a Fellow of the Institute of Direct Marketing, and has served on advisory boards for numerous associations. Johann van Tonder is COO at AWA Digital, working with brands such as Canon, Avis and Interflora. He has trained and coached big and small e-commerce businesses around the world, and is a regular speaker at international conferences.